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Lessons from social gaming James Gwertzman Vice President, Asia/Pacific Twitter: “gwertz”
PopCap was late
Bejeweled Blitz First social product 6 weeks development Launched Jan 2009 Based on our most popular brand
First 30 days Monthly Active Unique users (MAU)
First 60 days Monthly Active Unique users (MAU)
First 140 days Monthly Active Unique users (MAU)
Top Facebook Games (today) Monthly Active Uniques (MAU)
Understanding viral growth Invite page conversion: 51% Invite page conversion: 49%
Continuous updating
Continuous updating
Continuous updating
Continuous updating
Continuous updating
Dealing with unstable platform
Designing a “social” game Social games emphasize relationships Lots of interaction with other users Interaction is integral to the gameplay Blitz started with just high-score posting Added more “social” features over time “team score” for prize competition Trash talking & showing off
Cheating Cheating against your friends is generally no fun and is self-policing… Not so cheating against the world… These players are playing a very different game
Cheating It’s very hard to protect against determined hackers… so design to minimize the impact
3 Predictions
Social interaction w/ all games Xbox Live and Facebook Connect iPhone game and Facebook Connect
Social network billing VS
More deals in Chinese SNS space
Questions?

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